-LRB- CNN -RRB- -- He 's been described as the Richard Branson of Asian airlines . And he certainly knows a thing or two about building a brand .

Tony Fernandes , CEO of Air Asia , spoke to CNN 's Andrew Stevens in The Boardroom .

In just five years , Tony Fernandes has built Air Asia from a bankrupt local carrier to the region 's biggest budget airline -- 18 million passengers will fly the airline this year .

CNN 's Andrew Stevens talked to Fernandes in Macau to find out why , at the age of 37 , he would leave a comfortable job in the music industry to start a new business in the cut-throat , not to mention high risk , aviation industry .

Fernandes : Well there 's a fine line between brilliance and stupidity , so the second point in a statement that Richard Branson 's made is how to become a millionaire , start with a billion and start an airline . Now I was the other way around , I did n't have a billion . So I think that was one of the things , that I did n't have a lot to lose .

And I thought I was young enough . I got tired of the corporate life , I got tired of corporate politics . And I saw a business opportunity . Everyone likes to fly . And I think the key number that got me going was only six percent of Malaysians flew . I started looking at the prices of tickets , and to travel from one part of Malaysia to another it was almost someone 's one month salary . So that drove me .

But I did n't want to be there , you know , at 55 , and say I should 've done it . Life is about risks , life is about not being afraid to fail .

Stevens : But at the time , airlines were going into bankruptcy , oil prices were going through the roof , people were too scared to fly globally , did n't you think , `` oh my god I 've made the worse decision of my life ? ''

Fernandes : No , I knew Malaysians very well . You put a price low enough , they 'd risk their lives .

I think also when you start a business the most important thing is does the market want it . And I knew the market wanted it . If that 's there , everything is surmountable because people power is strong .

Stevens : You like to pluck people from all different walks of life , from all different professions . How do you meld them all together ? What 's the philosophy underlying this ?

Fernandes : Well I think , first is that everyone plays a part . There is no hierarchy . Everyone is valuable . I make all my senior management carry bags and things so they appreciate that .

Stevens : Do they ?

Fernandes : Oh yes , they do . Some try to shirk their duties , but it 's very hard when they see the CEO doing it -- they have to do it . The second is that everyone 's got ability , it 's how you bring the best out of them . And that 's a very motivating thing . If you see someone who 's carrying a bag suddenly flying a plane . That 's a very powerful motivator . You can do all the theory and books and promise people the world but when they see it in reality , boy that 's a powerful thing to see .

Stevens : When Air Asia started , you were known to go down , roll up your sleeves , and really get in with your staff at all levels , do you still have time to do that ?

Fernandes : I have less time , but I still do it . I think it 's fundamental to running my company , because , unless you get down to the floor and see what 's happening , you wo n't make effective decisions . I do it for two reasons . One is , to see what 's going on , and to make sure if I 'm making the right decisions . And the second thing is , I still want to discover these raw diamonds .

Stevens : What 's the best piece of business advice you 've ever been given ?

Fernandes : Focus and discipline . Stay focused and disciplined . Stick to a plan , stick to a vision . You change but the vision 's still the same . And that came from Conor McCarthy of RyanAir . He has taught me about discipline and focus and I think that 's been a really good lesson for me . E-mail to a friend

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Tony Fernandes , CEO of Air Asia , talks to CNN 's Andrew Stevens

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He turned Air Asia into the region 's biggest budget airline

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Fernandes is known for joining in with staff at all levels